The post-Christmas fitness agenda was given a smart refresh by Taylor Herring in its Fit Kwik campaign for car servicing and repair company Kwik Fit.
The goal was to craft a witty concept that would help customers as well as generate fame and love for the brand. It launched a no-nonsense fitness regime (devised by personal trainer Mikah Simpson) with a 30-minute class helping customers lose their ‘spare tyre’ by using an actual spare tyre.
The campaign served as an effective antidote to faddy diets, expensive gym memberships and celebrity workout DVDs, and capitalised on the annual surge in health activity in January.
Judges’ comment
An idea built on a great pun and brilliantly executed
Highly Commended
Walk the Line – Golin for GWR
Finalists
#ParallelBarking – Weber Shandwick for Vauxhall
MINI JCW: See What It’s Made Of – Iris for MINI UK
Building Cars Live – markettiers for BMW UK/MINI
